Rebl Group

Rebl Group needed to break operational silos between its companies and improve their B2B sales processes. Our role was to integrate the group’s companies into a cohesive unit using HubSpot’s suite to streamline sales, marketing, and customer success processes across all companies.

You’ll find comments from Emma Savimaki, Marketing Manager, Rebl Group Oyj, and Juho Mattila, Growth Technology Lead & HubSpot Certified Trainer at Advance B2B.

We quickly came to the conclusion that HubSpot’s Business Units were the right solution to solve Rebl Group’s challenge.

Introducing Business Units to bring independent brands under one umbrella

Simply put, Business Units make multi-brand management a lot simpler.

In practice, Business Units consolidate all brands under one overarching HubSpot account, making it possible to:

• Track contacts and customers’ interactions to push relevant cross- and upsell campaigns using sister companies’ first-party data.
• Improve touchpoints' relevance with more accurate personalizations.
• Centralize subscription management to significantly improve customer communication and experience.

You can essentially break down our work for Rebl Group in 3 steps: 

1. Creating a common CRM environment
2. Standardizing complex sales processes
3. Onboarding 15 teams to HubSpot

Before.

As stated above, Rebl Group’s companies were originally using multiple CRMs. This fragmentation made it challenging and, in some cases, impossible to track customer interactions across all brands.

What’s more, if there was a group-wide willingness to increase collaboration between sister companies, the legacy martech ecosystem made it difficult.

Now.

After migrating all companies to a single HubSpot account and integrating Business Units, Rebl Group can now manage multiple brands under one seamless system.

This unification: 

• Improves group cohesion
• simplifies campaign management, allowing them to delineate contacts by brand.
• (as stated above) facilitates the execution of targeted cross-sell and upsell campaigns across their entire customer base, efficiently aligning with each brand's identity and communication preferences.

Before.

Each company within the group had its unique approach to B2B sales, adding yet another layer of complexity.

As a result, the lack of alignment made it difficult to deploy cohesive sales strategies across the entire organization.

Now.

With a standardized sales process implemented across all companies, Rebl Group companies benefit from consistent B2B sales strategies, which improve efficiency and effectiveness. 

Business units enable simplified campaign management, which allows them to easily manage sales processes while maintaining a distinct brand presence.

Rebl Group companies previously used HubSpot for customer service and marketing for only some of its teams, which resulted in isolated efforts and inconsistent customer engagement.

By extending HubSpot's Service Hub and Marketing Hub to 15 teams, Rebl Group was able to improve customer service and create a martech ecosystem they can trust to track and analyse performance on a group level.